The Biggest Trap Salespeople Set For Themselves

“I’m not trying to sell you anything. I just want to build a relationship.”

This is a trap, and you’re setting it for yourself.

It’s a bait and switch, and it shows a lack of integrity.

The irony is that it’s all designed to help you, the seller, feel better about selling.

Do you see how stupid this sounds?

Rule #1 of professional selling, and I will not back down on this, is to never be ashamed of being in sales. You’re out there trying to help people effectively in a way that only you can. That’s powerful, it’s valuable, and it’s honorable.

If you don’t believe that, then why on Earth would anybody else?

This lack of belief quickly and quietly works against you and strips away all of your effectiveness. You can’t let that happen, so it’s time to do some hard work on yourself.

Ask yourself these questions. Then, more importantly, answer them. This is a brilliant journaling exercise. Take some time to do it.

Why don’t you believe in the company you represent and the solutions you provide?

Why don’t you believe in your ability to solve problems in ways that others can’t?

Why don’t you believe that your customer is better off for knowing you and working with you?

If you believe all of those things, isn’t it an obligation to reach out and help them?

Why do you need to hide behind the cover of a half-truth?

Aren’t you someone worth talking to?

Don’t you have something worth talking about?

Why aren’t you more proud to be in sales?

You have to earn the trust of your prospects in order to meaningfully engage with them. The historical (superstitious) route is to get to know someone first, show them you’re likable, and maybe give them a reason to spend time with you, like a meal or a social event.

That approach won’t work anymore. There’s too much value placed on an executive’s time outside of work for them to give it to someone they don’t know. Why would I want to spend 6 hours on a golf course with a stranger? Because I don’t have to pay? Most people you’re trying to reach can afford their own green fees and on their own time.

Now let’s go back to the concept of trust and integrity. “You’re not there to sell them anything” until the time comes when you think you know them well enough to tell the real truth. “So I was wondering if you wouldn’t mind taking a look at …”

How are you supposed to maintain any level of trust with a bait-and-switch like this? More importantly, what should that trust be built on?

They should be able to trust in your expertise, the track record of the solution, the reputation of your company, and the outcomes that only you can provide.

If that’s what you ultimately want them to trust, why not just start there?

You don’t have to hide your intentions in order to demonstrate expertise and build relationships. You just need to create context around the problem and the value of solving it.

Further, because of the time constraints and all of the other noise your prospects are facing, you need to be more direct than ever with your outreach. Cut to the chase. Be persistent. Continuously provide value and provoke thought. The way you break through the noise is not by offering a nice meal; it’s about diligent outreach more often and over a longer duration than you probably think.

Show them you’re a professional that won’t be waited out and give them enough value with every touch, so they want to pay attention when it’s your name on the other end of the message.

Pretending not to be selling something isn’t the answer.

Standing in the truth of your position and your profession is.